市場(chǎng)營(yíng)銷學(xué)雙語(yǔ)課件8廣告媒體選擇

什么是廣告?Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.第一頁(yè)，共十五頁(yè)。廣告決策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCampaignEvaluationMediaDecisions第二頁(yè)，共十五頁(yè)。InformativeAdvertisingBuildPrimaryDemand設(shè)定廣告目標(biāo)PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.第三頁(yè)，共十五頁(yè)。廣告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers廣告戰(zhàn)略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive第四頁(yè)，共十五頁(yè)。廣告戰(zhàn)略擴(kuò)展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.第五頁(yè)，共十五頁(yè)。廣告媒體選擇Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing第六頁(yè)，共十五頁(yè)。廣告效果評(píng)估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?第七頁(yè)，共十五頁(yè)。什么是銷售促進(jìn)?Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersarefacingmorepressuretoincreasetheircurrentsales,Companiesfacemorecompetition,Advertisingefficiencyhasdeclined,Consumershavebecomemoredealoriented.

第八頁(yè)，共十五頁(yè)。Point-of-PurchaseDisplays消費(fèi)者銷售促進(jìn)工具PremiumsPricePacksCashRefundsCouponsSamplesShort-TermIncentivestoEncouragePurchase orSalesofaProductorService.Consumer-PromotionObjectivesConsumer-PromotionToolsPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding

第九頁(yè)，共十五頁(yè)。SpecialtyAdvertisingItems商貿(mào)市場(chǎng)銷售促進(jìn)工具ContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-Offs

Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.Trade-PromotionObjectivesTrade-Promotion ToolsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers

第十頁(yè)，共十五頁(yè)。產(chǎn)業(yè)市場(chǎng)銷售促進(jìn)工具

Short-TermIncentivesThatareDirectedtoIndustrialCustomers.Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople

ConventionsTradeShowsSalesContests第十一頁(yè)，共十五頁(yè)。DecideontheSizeoftheIncentiveSetConditionsforParticipationEvaluatetheProgramDetermineHowtoPromoteandDistributethePromotionProgramDeterminetheLengthoftheProgram制定銷售促進(jìn)程序第十二頁(yè)，共十五頁(yè)。什么是公共關(guān)系?Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.Majorfunctionsare:

PressRelationsorPressAgentryProductPublicityPublicAffairsLobbyingInvestorRelationsDevelopment第十三頁(yè)，共十五頁(yè)。SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterials公共關(guān)系的主要工具PublicServiceActivitiesWebSite第十四頁(yè)，共十五頁(yè)。內(nèi)容總結(jié)什么是廣告。AboutaProduct.。VisualizationorPhrase。SliceofLife。Typeo